OVERVIEW
In a celebration of Pride that extended beyond June, our campaign confronted the ongoing challenges faced by queer, trans, and gender-non-conforming individuals in securing humanity and essential healthcare against systemic obstacles. Focusing on Pride month, our mission was to expand access to life-saving gender-affirming care, preserve and honor legacies, while amplifying the strength and brilliance of our communities.
FUTUREXLEGACY featured Dominique Jackson (POSE), Kade Gottlieb (RuPaul’s Drag Race), Schuyler Bailar (trans athlete), and a diverse cast spanning generations, intricately bridging the past and present while envisioning a brighter future. The campaign film uniquely incorporated historical stock footage, connecting contemporary voices through poetry and voiceover with the enduring struggles and triumphs of queer and trans communities.
Emphasizing the importance of honoring legacy and unity, the film showcased resilience while reinforcing the interconnectedness of generations. It served as a visual reminder of the ongoing fight for equality, honoring our queer and trans elders, and highlighting our collective responsibility to support future LGBTQ+ generations.
STRATEGY & EXECUTION
In alignment with the broader campaign objective of celebrating and supporting the LGBTQ+ community, our specific aim was to raise awareness and funds for the FOLX HRT Care Fund in collaboration with the Black Trans Advocacy Coalition. To achieve this, we strategically engaged micro-influencers and influencers featured in the campaign film, empowering them to amplify the HRT Care Fund through their individual channels.
Additionally, we forged a powerful partnership with a PR agency to disseminate our impactful messaging and campaign film to other brands and media actively engaging with the LGBTQ+ community during Pride month. Our collaborative effort encouraged these brands to pledge funding for scholarships, spread information about FOLX HRT Care Fund and it’s free access to healthcare for trans and gender non-conforming communities.
Key details of the campaign (produced by an all queer and trans tream) included:
Film and Photography: Directed by Tragik & Edited by Grace McIntee
Campaign Photography: Creative Direction by Tragik & Captured by photographer Justin J Wee (The New York Times, Out, The New Yorker, SSENSE, Vice, and TIME).
RESULTS
FUTUREXLEGACY made a significant impact, surpassing expectations in brand awareness and community engagement. The campaign landing page garnered over 100,000 views, 15k mailing list sign-ups, and an impressive 1 million collective views for our campaign film. More importantly, the campaign successfully raised $50,000 for the HRT Care Fund, reaffirming our commitment to making a tangible and positive impact on the lives of trans and gender non-conforming individuals.
